The red carpet presentation otto ecommerce seminar
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The red carpet presentation otto ecommerce seminar
- 1. The Red Carpet Optimizing Usability & Mediamix
- 2. Hi, I’m Steve # UNIGRO E-commerce Manager since February 2012 www.unigro.be sdeveirman@unigro.be @stevedv
- 3. How WE think visitors look @our website …
- 4. How VISTORS really look @our website …
- 5. Unigro ? Heatmap & usability Mediamix & CPA Conclusions
- 6. Unigro
- 7. Unigro • °1948 Belgian pioneer in Mail Order • Since 1988 part of 3SUISSES INTERNATIONAL • 2005 start Webshop • Products : Furniture/Deco/Image/Sound/ … • SalesChanels : Catalogue, Telephone, Webshop • Internet activity grows | >42% April 2012 • 80% Credit | 90% Free Gift
- 9. A Heatmap tool • www.attentionwizzard.com • Based on algorithems & science models • No implementation needed • Upload jpg … • Easy to use • GACP
- 10. Heatmap 1 Diffuse – no attention point – multi messaging – no colour accents – weak …
- 11. Heatmap 2 Heatpoints on most important CTA – colour rankings – less is more …
- 12. Heatmaps leading to … • Quickwin adaptations on HP • New Wireframes & Prototype • New site layout • Evangelisation graphic team … (come and see us in September2012 …)
- 13. Mediamix & CPA
- 14. Mediamix • UNIGRO uses 7 online channels • Direct entry is the most frequented (ie. Brand + Catalogue) • Affiliation campaigns lead to +21% of online trafic • Adwords (cpc) now only brings 3% TODO = SEO optimization … migration to OSEcom in Summer
- 15. #VpV • The Paid Medium with the highest potential is SEA (VpV = €6.44) • The highest value comes from SEO (VpV = €9.61) • The Affiliate campaigns only drive a VpV of €0.20 … TODO = Optimise the Media Channels NOT on trafic, but on Value ! Budget allocation to highest Value driving campaigns
- 16. #CPA • Calculate a Cost-model per Channel • Look for quality drivers in each campaign channel • Allocate budget and optimize mediamix based on Value& CPA
- 17. Conclusions & TODO
- 18. Test, test, test Tools, tools, tools Create VpV dashboards to allocate budget Create CPA model for all your channels Never stop changing & optimizing …
- 19. www.unigro.be sdeveirman@unigro.be @stevedv